This week's news that The Office would be leaving Netflix wasn't unexpected. "But it was a decisive sign of two hallmarks of the media business in 2019: Legacy companies are going to have to make some tough economic choices, and soon, consumers will, too," says Steven Zeitchik. "This is the era of content. If it wasn’t already evident from Hollywood executives noting it on every earnings call, it’s apparent every time you open Netflix and are smacked with seemingly endless viewing options. That part is clear. How that content should be sold — and, critically for consumers, where it can be bought — is as convoluted as a Dunder Mifflin staff meeting. Media firms sitting on popular shows must now make a choice. As an executive at one put it in a conversation this week, they must decide between 'monetization' and 'utilization' — whether to license out the content to a distributor for a big check, or hold onto it and sell it to consumers themselves. It’s a gambler’s dilemma. Cash out or double down? Take the money or play the long game? On the one hand, of course, revenue is important, especially to a Wall Street that demands quarterly returns. On the other hand, strategy is important, too (including to Wall Street). As the advertising model gives way to a subscription model, companies will thrive by having a robust subscription service. And you can’t do that if you’ve sold all your best shows to Netflix." ALSO: Steve Carell responds to Rob McElhenney taunts while filming It's Always Sunny at Dunder Mifflin.